Společenská odpovědnost firem v rámci kategorie FMCG na příkladu společnosti Kraft Foods

Abstract

Corporate Social Responsibility nowadays is the most recent trend in management and marketing, which is becoming an essential part of the strategy of every company that wants to be successful. The aim of the bachelor work is to suggest the possibility of expansion and interconnection of marketing communications, which will be based on analysis of activities in the area of social responsibility of Kraft Foods and Nestlé.